The Case for Repetition

On March 11, I was driving back from Philadelphia, having presented along with the amazing Kelly Mallozzi. The enormity of what was coming was still unknown to us, although I had a hint thanks to my infectious-disease-specialist-daughter, Emma. I remember thinking to myself, “Everything is changing daily.” It was as if there were rules of behavior and expectations that changed daily. At the stroke of midnight every day, the circumstances had changed and what worked yesterday did not automatically work today.

Fast forward 2-plus months.

Things are still changing, however the pace is far different. It’s no longer a day-to-day thing. Now, it’s more of a weekly change and it is for this reason you need to be repetitive/persistent/diligent with your selling efforts.

Every sales call you make, it’s like saying to the client, “Do you need anything right now?” Today, the answer might be, “No.” But their world is changing week-to-week. Ask the same question in the near future and you might get a different answer. This is a unique time and the consistency of your calls can yield unique results.

Have you ever received a postcard in the mail or seen an ad for something you don’t need. Then, a couple of weeks later you find things have changed and you say, “What was the name of that company again? Yeah, that."

Stay top of mind. Be diligent. Call twice.

Bill Farquharson is a sales coach and trainer. He can be reached at 781-934-7036 or bill@aspirefor.com